Liverpool have announced their new main club partner and shirt sponsor, replacing Standard Chartered in a landmark £300m five-year deal — the first change in kit sponsorship in 17 years
Liverpool have announced that Turkish Airlines will take over from Standard Chartered as their new primary shirt sponsor starting next season, a deal expected to bring in around £300million for the club.
The five-year contract marks the first shift in the club’s main partner in 17 years and is estimated to be worth more than £60m annually, with the airline’s logo gracing the front of the men’s, women’s and Academy match shirts from the onset of the 2027/28 season.
London-based Standard Chartered, who have been the principal kit sponsor since 2010, will maintain their association with the club by becoming a global partner from the next season onwards.
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The existing agreement with Standard Chartered, signed in July 2022, is believed to be valued at approximately £50m per year. Liverpool had been pursuing a deal at least on par with Manchester United’s current £60m-a-year arrangement with Qualcomm Technologies, Inc., commonly known as Snapdragon.
Turkish Airlines – which flies to more countries than any other airline globally and is considered the world’s fourth largest airline – has previously struck commercial deals with the likes of Manchester United, Barcelona and Borussia Dortmund, but none as the front of kit sponsor or main club partner.
They become only the third different front of shirt sponsor for Liverpool in 35 years, following Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010) and Standard Chartered as primary kit sponsors.
Ben Latty, chief commercial officer, Liverpool FC, said: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.
“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.
“This announcement also provides an opportunity to recognise the extraordinary contribution Standard Chartered has made to Liverpool FC over the past 17 years. They have been an important part of our journey through an exceptional period in the club’s history, and we are delighted that Standard Chartered will remain part of the Liverpool FC family as a global partner from June 2027.
“As we prepare for this transition, we look forward to this new season and welcoming Turkish Airlines as our main club partner from June 2027.”
Ahmet Olmustur, Turkish Airlines CEO, said: “Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters. We are very pleased that Turkish Airlines will become the Club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.
“The agreement also marks an important new chapter in Turkish Airlines’ long-standing support for global sport. We believe in the unique power of sport to transcend borders and bring communities together. As we begin this new chapter, we look forward to moving forward together with Liverpool FC and its supporters around the world.”
Liverpool are seeking to further expand their commercial operations, and boast more independent retail outlets than any other club in world sport while maintaining a higher average television viewership per campaign than any other major European side over the past six years.
The Reds are also the most active Premier League club across social media platforms with 1.5billion engagements last season, representing 34% more than the nearest rival.